The results from the authors’ modeling shows that the inferences marketing researchers obtain from monitoring social media are dependent on where they “listen.” For example, Facebook tends to be more positive, and Twitter more negative in the

Highly satisfied customers = revenue dollars. Or do they? Some data has shown that the relationship between customer satisfaction and customer spending behavior is surprisingly weak. In this article, the authors share their analysis of the

What does your target market think of your brand? How does your target market perceive your brand as compared to your competitors’ brands? While brand research can be a very complex, exhaustive exercise, in many cases a

I've come up with a few scenarios that could result if online surveys with non-customer populations became impossible tomorrow. Imagine: you can still reach your customers for research, but what about the rest of the world?

I feel for Market Research Managers in charge of Brand Awareness trackers. It's not as easy as it used to be. As the number of means by which brand awareness and familiarity are influenced increases, our ability